Jaipur | 29 September 2025 — The iconic Saras dairy booths across Jaipur are set to undergo a visual transformation as the Jaipur Municipal Corporation – Greater (JMC-G) has approved a colour scheme revamp aligning with the city’s heritage. Moving away from their traditional blue branding, Saras booths will soon sport a pink aesthetic—paying tribute to Jaipur’s identity as the Pink City.
The decision was finalised in a recent JMC-G Licence Committee meeting. Committee member Kaviraj Sethi stated that the new colour scheme aims to preserve Jaipur’s unique visual identity while enhancing the uniformity and appeal of dairy outlets in urban spaces.
Modernising Dairy Retail, Respecting Culture
With this makeover, Saras’ booths will seamlessly blend into Jaipur’s broader cityscape—famous for its pink-toned architecture and cultural coherence. The booths, operated under the Rajasthan Cooperative Dairy Federation (RCDF), serve as essential retail points for milk and value-added dairy products across the city.
“This initiative is about aesthetics and heritage—but it also reflects a broader vision for orderly urban development that integrates public services like dairy retail within the city’s visual narrative,” officials noted.
Revised Policy on Dairy Booth Applications
In another key update, dairy entrepreneurs will no longer need to seek approvals from the RCDF to open new Saras booths. Instead, applications must now be submitted directly to the municipal corporation, where a district-level committee will handle allotment decisions after verifying the procedures. This streamlines the setup process and encourages private participation in urban dairy retail.
Wider Urban Reforms Underway
The committee also passed resolutions to:
- Launch a crackdown on illegal pan stalls near schools, colleges, temples, and high-security areas
- Revisit licensing norms for marriage gardens, hotels, and restaurants
- Review the parking infrastructure status to improve urban management
According to JMC-G, these combined steps are part of a strategic push to promote cleanliness, heritage conservation, and efficient civic services across the city.
